Liverpool Welcome Connecting Passion with Place Neil Peterson Culture Liverpool
2008 - A year like no other „It‘s turning out to be one of the most succesful Capital of Culture programmes we‘ve ever had“ Jose Manuel Barosso – President European Commission
2008 Focus to City Regeneration • Arena and Conference Centre (ACCL) • Retail developement to connect City and River • Development of Cruise facility • Redevelopment of Pier Head • New museum for 2011
Joined up programme : Capturing benefits of 2008 • • • • •
Tourism infrastructure Local,national,international campaigns 08 Welcome Look of the City The Programme
Opening Ceremony – The Peoples Opening
Creating the 08 Welcome • • • • •
Training and awareness New products and materials Partnership working Innovative and quirky 08 Volunteers
08 Welcome – Key Strands •Front line staff and Volunteers •Taxi Driver programme •Engage transport and retail •Language lessons •Conflict resolution •Creative apprenticeships •Links to skills agenda
Why You Are Key to Our Success Transport staff - first point of contact for visitors Hotel staff - key ambassadors who create first and lasting impressions Retail staff - don’t underestimate positive impression on shoppers Bars and pubs – special nights out are a key part of Liverpool’s special welcome You can have a major impact on visitors’ enjoyment of our city You can help visitors get more out of their time in the city
Why Welcome Matters
If visitors have a positive impression they are more likely to‌ Spend their money in the city Pay a return visit Recommend the city to family and friends
By looking after visitors, we are looking after our future economic success
How I Can Play My Part
Be friendly, knowledgeable, welcoming Promote your city Keep up to date with things to see and do 08 Place Visit exhibitions and attractions Websites
It’s the things that you say and do that make the difference
Welcome Outcomes •5,000+ workshop places delivered •2,000 transport staff •1,000 taxi drivers •Night-time economy pilot •Foreign language courses •2,000 info packs distributed •2,500 DVDs distributed •National and International media •98% positive feedback in 2008
08 Volunteers •Engage and involve local people •Added value at events and for tourists •1000 Volunteers in 2008 •Opportunity to build skills and confidence •European best practice example
08 Volunteers •June 2005 start •25 volunteers By 2008 •100+ Volunteer events •7,000 Volunteer days •60+ Volunteer training sessions •1000 volunteers 2008 •3rd uniform!
Opening Ceremony – The Peoples Opening
Our Approach in 2008 •“Blockbuster” events •Specialist squads •Cruise •Evaluations •Roadshow bus •City Centre Welcome •Partnership events • WFFG •Cultural Partners •Sefton Programme
Tall Ships
La Machine
La Machine – day Three
Special and Social •Treasures •Welcome Lambanana •European dimension •City squad •Around the City in 80 Pints •Viennese balls •Celebrations •Access to money can’t buy
Motivation ‘It’s not about what we can get from it. It’s about giving something back.’ Liverpool has given me many years of employment, this is my way of putting something back.’ To give something back and be an ambassador for my city.’
What the Papers Said • Liverpool people.. set the standard (for) friendliness and welcome •2008 ... A sea change in the way it looked after vistors • VB placed culture at the heart of national and international campaign • Liverpool remains like nowhere else.. in a homogenised world •Le come-back de Liverpool •The next Barcelona
Building on 2008 •City Stars programme •Cross organisation partnership – City, L1, Bid •250+ 08 Volunteers stayed in touch •Piloted City Starsand conference welcome in 2010 • Formal Launch in May 2011 •Connection to Community Cultural Champions •Part of EU Year of the Volunteer
Plans for 2011 •Major events •Presence on busy weekends in Central Retail District •Station Welcome for major conferences •Coach and cruise welcome •TIC support at busy periods •Continued support for cultural organisations and events
Key lessons •Investing in City welcome programmes pays •Investing in your people is really appreciated •Promotes City and Community pride •Also grows your in-City tourism •Volunteering brings out passion for your place • Visitors really appreciate it – feedback confirms this •Flexible and generous Partnerships are key to success •They can also have other benefits at organisational level •Recognition events for your Volunteers